Method: A "Belief Brand"

Method: “A Belief Brand creates a share of culture versus share of voice.”

We had some great presentations at the Planning Conference last week, but one of the most talked about afterwards in the hallways was the one given by the founder of Method, Eric Ryan and it was about what it means to be a “Belief Brand”.

Method is about creating a revolution and changing the way we think about traditional cleaning products, but most importantly, traditional marketing. As a challenger brand who last year had an advertising budget of $3.1 million versus $2.7 billion combined from their main competitors, Method set out to sell a belief and a culture, not just products.

Method is about asking ourselves why are we polluting when we clean? Why are we using poison to make our homes healthier? As Ryan puts it, Method is about transforming a clean environment into a healthy environment.

Instead of positioning their products as “eco-cleaners”, which would attract a very small percentage of consumers, they decided to position themselves as “healthy”, making their products more personal and relevant to consumers, their families and their homes.

By redefining what it means to be clean on a personal but also moral level, Method is a Belief Brand that is creating a culture of likeminded, loyal “people against dirty”.

Here are a few thoughts on how to create a Brand Belief, according to Ryan:

#1: A Belief Brand stays ahead
Every year, Method releases 2 innovations in the category. In the past, they have launched innovations such as the stylish Omop and their 3x Concentrated Laundry Soap, which was born out of consumers’ complaints about the traditional huge, heavy bottles of soap.



#2: A Belief Brand treats design as media
Due to the amount of fragmented media we have today, Method treats design and packaging as media and PR opportunities. Their goal is to be off paid media in 3 years. In order for that to happen, they continue to focus on creating great products packed in great designs that create stories and make people want to talk and share opinions about it (type ‘method’ on flickr to check it out).


“Love that! Those bottles look so cool and a bit like art objects!” (flickr user)

#3: A Belief Brand owns share of culture versus share of voice
Ryan believes that a belief brand is about owning a share of culture, not a share of voice (especially as the latter becomes more and more expensive). In order to own a share of culture, Method has recently hired a Hollywood talent agency to seed Method into culture by treating “people against dirty” as if they’re talent. Earning media as opposed to paying for it is definitely one way to be innovative and own share of culture.

#4: A Belief Brand creates advocates, not consumers
Although they only have 1% penetration in the market, their marketing efforts are focused to drive loyalty, not trial. They have a group of brand advocates who are showcased on their website and are consulted when necessary. For instance, when new products are about to be released, Method sends them media kits 2 months ahead of time for their feedback.


Method has reframed cleaning from a boring, dull and toxic experience to something fun, exciting and healthy for us and the environment. How an we redefine our categories by waking up the Belief Brand in us?